Show Aussies that what happens on land can affect our oceans and waterways.
In print, we would inform Aussies, even surprise them, by illustrating that the distance between land and water, when it comes to litter, may not be as far as they think. At the very least, litter pollutes our water. But it also has the capacity to impact our marine life.
In a surprising, engaging way, we showed Aussies that that seemingly harmless chip packet or cigarette butt can have far-reaching consequences.

Context

The truth was that all Aussies, from Bourke to Bondi, have a deep-seated connection to the water. It is a part of our national identity and something we hold dear.
We would leverage this insight and make Aussies see that litter has the unfortunate, but reliable, talent of ending up in our waterways. We looked to connect the actions of Aussies on land to the water.

Philosophy/Solution

To create some attention around the issue littering in Australia and in particular how fast food waste can contribute to this.
To raise awareness of, and participation in, Keep Australia Beautiful Week 2011, where the theme was the oceans and waterways.

Results

The range of materials created for KAB week, both print and ambient saw an increase in free public and industry press coverage as well as online ‘Green’ blogs coverage. Publication below covered KAB week messaging
Industry press coverage in Ad News, Campaign, Ad Goodness, Best Ads & I believe in Ads
Local press coverage in the likes of, The Courier Mail in QLD, The Examiner, West Australia Metropolitan & Herald Sun
Further coverage online at State of Green, Green Times online, Go Greener Australia, GTV Online